Google AdWords, if managed properly, does a very good job at this. Take his example: For example, let's say you're looking for new patio furniture. The words you might use to describe your needs would be useless for Google. You might say, for example, "I want something that goes with a Mediterranean home. It will be sitting on stained concrete that is sort of amber colored. It needs to be easy to clean because the birds will be all over it. And I'm on a budget.
So say I am retailer of stylish, affordable outdoor furniture, among many other products (that is what is important in the query, more on the Mediterranean part later). I might have an ad campaign dedicated to patio furniture. Within that campaign I might have an ad group for plastic furniture (easy to clean).
That ad group would include a mix of exact and broad match keywords/keyword phrases like patio furniture, budget, cheap, affordable, stylish, along with negative keywords like expensive, wood, etc. The ads would deliver him to a landing page with links to hopefully appropriate furniture. On that page he can then see the various items that meet his basic qualifications - stylish, affordable, easy to clean - and click through to the items that look like they would match his Mediterranean home, with its amber colored concrete patio.
Reading through what I just wrote: I don't know much about the furniture business, but Mediterranean might actually be an important and useful kw to advertise on...
So say I am retailer of stylish, affordable outdoor furniture, among many other products (that is what is important in the query, more on the Mediterranean part later). I might have an ad campaign dedicated to patio furniture. Within that campaign I might have an ad group for plastic furniture (easy to clean).
That ad group would include a mix of exact and broad match keywords/keyword phrases like patio furniture, budget, cheap, affordable, stylish, along with negative keywords like expensive, wood, etc. The ads would deliver him to a landing page with links to hopefully appropriate furniture. On that page he can then see the various items that meet his basic qualifications - stylish, affordable, easy to clean - and click through to the items that look like they would match his Mediterranean home, with its amber colored concrete patio.
Reading through what I just wrote: I don't know much about the furniture business, but Mediterranean might actually be an important and useful kw to advertise on...